Sharia Hotel Marketing Management: Case Study at Sofyan Grand Kalimas Hotel and Namira Hotel in Surabaya, East Java, Indonesia

Abstract

Currently, the halal tourism business through sharia hotels is increasingly vibrant in the era of globalization in line with the large demand for domestic and foreign halal tourism markets. Islamic marketing is an important part in developing the halal industry in the hotel sector, in addition to sharia compliance in sharia hotels. The purpose of this research is to analyze sharia hotel marketing management: case studies at the Sofyan Grand Kalimas Hotel and Namira Hotel in Surabaya, East Java, Indonesia. This research uses a case study approach with a descriptive qualitative research type. The research results show that sharia hotel marketing management instills religious values by emphasizing norms, attitudes and behavior by applying Islamic principles, Islamic practices, Islamic rules and Islamic beliefs, both internal and external management. Internal marketing as a differentiator from conventional hotels adds the variable Islamic atmosphere and externally adds Islamic brotherhood. Then, to improve marketing, hotel management must build relationships and collaborate with stakeholders, including the government, institutions, Islamic mass organizations which are marketing targets.